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I. Digital Marketing TerminologiesII. Inbound Marketing MethodologyIII. Digital ChannelsIV. Digital Marketing Tools, Analytics and ReportingV. CertificationsVI. Career OpportunitiesVII. Conclusion

Training Material on - Digital Marketing Terminologies, Inbound marketing Methodology, Digital Channels, Digital Marketing Tools, Analytics, and Reporting, Certifications and Career Opportunities. and Career Opportunities.

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“If you're not measuring, you're not marketing.”- Tweet from Michael Regoli (@michaelregoli)

Digital Marketing Terminologies

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GIESIntroduction – What are these digital marketing jargons?

Introduction

Understanding the complex “jargons” that dominates the industry can be complicated. With words such as conversion and acronyms like SEO

thrown casually in conversations. To catch up, here are definitions of key phrases commonly used in

the digital marketing industry.

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30 Must Know Digital Marketing Terminologies?

# – This symbol represents a tag for categorization on Twitter. Pronounced as “hashtag.”

301 Redirect – Code meaning “moved permanently,” used to point browsers, spiders, etc. to the correct location of a missing or renamed URL. Pages marked with such a code will automatically redirect to another URL.

404 Error – “File not found” code for a Web page that displays when a user attempts to access a URL that has been moved, renamed or no longer exists. Used as a template for missing or deleted pages, designing a custom “404 page” in a user-friendly way can help people stay engaged with your site even when a given page turns up blank.

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A/B Testing: A method used to compare different versions of digital ads or website landing pages in order to determine which one performs better. A typical A/B test for ads involves running the two ads simultaneously and then measuring which version gets a better response from the audience.

Ad Audience: The total number of people that have been exposed to or could possibly be exposed to an ad during any specific time period.Ad Banner: The most common form of digital advertising. These ad units, which include static graphics, videos and/or interactive rich media, are displayed on a web page or in an application.

CTR – Click-Through RateClick-through Rate identifies the percentage of people who click on link. Usually placed in an email, an ad, website page… etc. The higher the CTR percentage, the more people went through. CTR is extremely important for many parts of the Digital world.

30 Must Know Digital Marketing Terminologies

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CPA – Cost per AcquisitionCost per Acquisition is a pricing model where companies are charged by advertising platforms only when leads, sales or conversions are generated. It’s been around for awhile but has been generating much more traffic as a common pricing model in late 2013 and early 2013. Best part about CPA is you are only charged for the results that you want.

CPC – Cost per ClickCost per Click is a pricing model where companies are charged by publishers for every click people make on a displayed/test ad which leads people to your company’s website (hopefully to a landing page!).

CPM – Cost per ThousandCost per Thousand is a pricing model where advertising impressions are purchased and companies are charged according to the number of times their ad appears per 1,000 impressions. It’s definitely a favourite form of selling ads by publishers because they get paid regardless by just displaying ads. CPM model really only makes sense if you are trying to increase brand awareness.

30 Must Know Digital Marketing Terminologies

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ConversionWhen a visitor takes the desired action while visiting your site, it is called conversion. This can be a purchase, membership signup, download or registration for newsletter.

ImpressionsThis term is used to define the number of times a company’s ad will appear to its target audience. Impression could also be related to a website and the number of times the web page appear in total.Example of how impressions work: 1 visitor could view 5 pages which would create 5 impressions. 2 visitors could view 5 pages which would generate 10 impressions.

KeywordA keyword is word or phrase that your audience uses to search for relevant topics on search engines. If you are a flower shop, a relevant keyword could be “Buy Red Roses” [short keyword] or “Looking to purchase roses from a flower shop” [long tail keyword]

30 Must Know Digital Marketing Terminologies

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Organic TrafficThis is traffic that is generated to your website which is generated by a Search Engine. This could be traffic from Google, Yahoo or Bing. It’s also known as “Free” traffic. Organic traffic is the best type of traffic!

Paid TrafficPaid search is when a company bids on keywords and makes advertisements around those keywords to be displayed on search engines. These results appear separately, either on the top, bottom or right side of a search results page. Paid traffic also encompasses any form of paid advertisement that directly points to your website.

SEO – Search Engine OptimizationSearch Engine Optimization is a way a company optimizes its webpage allowing the website to rank higher on a search engine’s results page (SERP). The higher your ranking, typically more traffic is generated (if the keyword has traffic) and more targeted traffic.

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SEM – Search Engine MarketingSearch Engine Marketing is a way companies can get higher placement on search engines by bidding on search terms. Make sure to check out our article on How to Run a PPC audit.

SERP – Search Engine Results PageSearch Engine Results Page is the list of results provided by a search engine after a search query is made. Essentially, if you are looking for where your website ranks for “Best Digital Marketing Agency” a SERP report will let you know that your website is ranked #4. Meaning that your website is in the Fourth position (1st page).

Domain AuthorityThis is a scale from 1-100 that search engines use to determine how authoritative a company’s website is, 1 being the lowest rank and 100 being the highest. The higher your domain authority the more Search Engines trust you.

30 Must Know Digital Marketing Terminologies

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Keyword StuffingThis is the practice of using too many keywords in content in hopes of making it more visible on search engines. You will be penalized by search engines if you resort to it. Never keyword stuff, just provide great and valuable content.

META DescriptionThe META description is the few lines of text that appear on the search engine results page.

RSS – Really Simple SyndicationReally Simple Syndication is a technology that allows users to become subscribers of content and ultimately get automatic alerts if updates are made. They would need an RSS Reader which is where they receive all the updates. Here are a few popular RSS Readers:FeedReaderFeedly

30 Must Know Digital Marketing Terminologies

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Viral MarketingThis is a way of marketing where the audience is encouraged by companies to pass on their content to others for more exposure. Usually a successful viral marketing campaign has an easy share functionality. If you had to pay a lot to generate awareness, it wouldn’t be considered “Viral Marketing” (it would be considered paid traffic).

SubscriberA subscriber is a person who allows a company to send him/her messages through email or other personal communication means. These subscribers are high value to publishers and businesses alike. Subscribers keep coming back!

Social NetworkingSocial networking is the practice of using web-based platforms (or mobile) to build online communities where people share common interests or activities. The most common social networks are: Facebook, Linkedin, Twitter, Pinterest… just to name a few.

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Landing PageThis is the page on a company’s website that is optimized to act as the entry page to a site. When redirected from external links, this is where the visitors will be led back.

30 Must Know Digital Marketing Terminologies

Inbound Marketing Methodology

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The Inbound Methodology

The best way to turn strangers into customers and promoters of your business.

The Inbound Methodology

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Inbound marketing is about using marketing to bring potential customers to you, rather than having your marketing efforts fight for their attention. Sharing is caring and inbound

marketing is about creating and sharing content with the world. By creating content specifically designed to appeal to your dream customers, inbound attracts qualified

prospects to your business and keeps them coming back for more.

What is Inbound Marketing?

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ATTRACT

The first part of the inbound marketing methodology is to Attract. The world of the consumer has changed. You can no longer have your brand interrupting individuals while they are in the middle of something completely unrelated to how you can do business together. The inbound marketing methodology puts your brand in front of prospects when they are actually looking for what you have to offer.Some of the most important tools to attract the right users to your site are:• Search Engine Optimization• Inbound Content• Blogging• Social Media Marketing

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IInbound Marketing Methodology – CONVERT

CONVERTConvert middle is when the work really kicks in. We love the convert stage of the inbound methodology because even though it's a lot of effort, here is where you start to see the rewards of all of your content marketing efforts. You’ve already enticed your strangers to become recurring visitors, so now you need to make them leads by submitting their contact information on your website so they can join your marketing and sales funnel.

Some of the most important tools to convert visitors on your site are:

• Premium Content Offers (Ebooks, Whitepapers, Checklists, etc.)

• Landing Pages• Calls-to-Action• Smart Forms

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CLOSEThe Close stage is absolutely critical. This step means revenue! Closing is where we turn all of those qualified website visitors and leads into customers. Closing a lead and converting them into a customer can be a long process in many industries as well. It typically takes from 7 to 13 touches to convert a lead to a sale. So how can we utilize marketing techniques to help close more customers for your business?

Some of the most important tools to close leads into customers are:• Marketing Automation & Workflows• Effective Email Marketing• List Segmentation• Sales Alignment

Inbound Marketing Methodology – CLOSE

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GY - DELIGHTInbound Marketing Methodology – DELIGHT

DELIGHTAs you know, inbound marketing and inbound selling is all about providing remarkable content to your leads and customers. Just because someone has signed a contract with you, or purchased your products, doesn’t mean you can forget about them. That's actually the worst thing you can do! Inbound companies continue to engage with, delight, upsell and grow their current customer base into happy promoters of the organizations and products they love.

Some of the most important tools to delight your customers are:

• Dynamic/Smart Website Content• Trigger Marketing• Social Media Monitoring• Surveys

Digital Channels

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Before you start planning an effective digital marketing strategy, you need to understand the different channels in digital marketing. Identifying what channels work best for your

business and working on them will help you propel your business forward.

Digital Channels – What they mean

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Display AdvertisingThis channel involves designing graphical advertisements and placing them next to content on websites, e-mails and other digital format, and instant messaging applications. The advertisements can be text, images, audio or video clips, animation, or other interactive content.

You can target your adverts according to consumer behaviour, demographics, or geographic location. Say for example, you own a salon in Raleigh and are offering attractive discounts to locals, there’s no point in letting people across the continent know about the same.

With the help of analytics, it is possible to track the number of people who have seen your adverts or clicked on them, what a person did on your site after entering it, and the conversion ratio.

Display advertising not only helps you promote new products or offers, but it helps you increase your online presence and reach out to your customers. Display advertising can help drive leads and increase brand awareness too.

Display Advertisement

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E-mail MarketingAs the name suggests, you market your products or services to your targeted customers via e-mail. E-mail marketing is a great way to gain new customers or improve relationships with existing customers.

E-mail marketing campaigns are good for companies that may not be able to shell out a lot of dough for promoting their business. E-mail marketing also allows companies to promote other marketing channels effectively. However, building customer database and designing newsletters/e-mails can be very time consuming.

Furthermore, not all your customers may have the patience to go through your e-mails as most people have full inboxes. On the other hand, if you keep sending multiple e-mails, it may irk your customers and they may end up marking your e-mails as spam. Find the right balance and avoid sending e-mails that go with the line ’Do not reply’. Have a specific e-mail domain as communicating with your customers is of prime importance.

E-mail Marketing

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Social Media MarketingSocial networks like Facebook, MySpace, and LinkedIn, blogs, micro blogging websites like Twitter, forums, wikis or open encyclopedias, content communities like Flickr and YouTube, and podcasts are all forms of social media. All of these forms involve the building of networks or communities by allowing users to interact with each other.

Social media tools encourage users to share opinions, participate in discussions and engage with others in real time. As such, social media marketing can be the best way to market your brand or company, and connect with your customers. However, know that all digital marketing tools have different purposes; you’ll need to identify your company’s goals and your targeted audience before you get started.

Note that encouraging users to engage and participate is often a challenge, so you’ll need to figure out how you’ll go about these things. Furthermore, continuous communication with customers is necessary and you’ll have to make sure that you are aware of all the positive and negative things that customers have to say about your brand.

When posting new content or comments, always think and review more than twice as social media mistakes aren’t easily forgiven. Keep in mind that any user can take a screenshot of your blunder and even if you edit or delete an erroneous post later on, the damage will already have been done.

Social Media Marketing

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Lastly, follow social media etiquette so you don’t come across as a spammer.

Affiliate MarketingAffiliate marketing is performance-based marketing involving a business owner and one or more websites or affiliates. The affiliate website owners place advertisements on their own websites to market the business owner’s goods or services in exchange for a percentage of profits.

Considering an affiliate marketing campaign for your company is generally a good choice; you get mass coverage at no additional costs. You also get more exposure when more websites are affiliated to your business.

Your affiliates can make money in three ways: Pay Per Click, Pay Per Sale, or Pay Per Lead. This means that your brand is advertised for free and you only incur a cost when an agreed action occurs- when a user clicks on your advert on the affiliate’s website, or when a user is led from the affiliate website to your website and purchases a product/service or if the user registers on your website.

Affiliate Marketing

Digital Marketing Tools, Analytics and Reporting

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The Analytics Process

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G - TYGIntroduction – What are analytics?

Analytics are the measurement, collection, analysis and reporting of audience data.

• Track Performance• Understand Audience• Enhance Content• Improve Usability• Optimize Experience

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Why Analyze Metrics?

• Discover New Audience Segments• Identify What’s Working or Not• Understand Where Traffic Comes From• Determine in Real Time Which Messages

Resonate With Consumers• Personalize Messaging

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What Do We Measure

• Page Ranking on Search Engine• Website Traffic (segment Unique and Guest

Users.)• Page Views (Measure which page attract most

users, time spent per page, where they (website) they are coming from and the next URL they visit when they leave your domain)

• Social Media ENgagements• Email (newsletters). Open rates, redirects, etc.

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Fallouts of Analytics

• Increase Reach and Engagement• Improved ROI• Maximize Efforts and Resources• Capitalize on Emerging Trends• High-Quality Responses

SO HOW DO WE MEASURE?

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Unlike conventional marketing which is very difficult to measure, we make use of great tools to measure what works or not. Below are a list of the best free tools available in the measuring your digital campaigns.

Top Free Analytics Tools

• Google Analytics• Open Web Analytics

• Piwik• Hootsuite• Clicky• TopYouGo Sitechecker• Visit http://topyougo.com for more

SHOW YOU ARE A PRO - GET CERTIFIED

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Some customers need to see more than results – they want to see that you have had a formal education and training in your area of expertise. Being labeled as certified can help you get customers, sell products, and even get a new job.

• Bing Ads Certification

• DigitalMarketer Certified Content Marketing Specialist

• Google AdWords Certification

• Google Analytics Certification

• HubSpot Certifications

CAREER OPPORTUNITIES?

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Our recent review that digital marketing is now bigger than Internet marketing based on searches for knowledge and services related to digital marketing. As demand for digital marketing has grown, so has the number of specialist digital jobs needed in companies and agencies. Google Trends shows us that searches for Jobs in Digital Marketing has overtaken Jobs in Internet Marketing and continued to grow since 2013. To help you find the right job in digital we have below major roles you could developer skills at.

● Analytics Manager● CRM and Email marketing Manager● Digital Agency Account Manager and Sales Director● Copywriter● Digital Marketing Manager and Web Manager● Ecommerce Manager● PPC Search Manager● Search Manager / SEO Manager● Social Media Manager or Community Manager● Web Developer and Web Designer

WHAT QUESTIONS DO YOU HAVE FOR US?

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Thank You!By: Omotayo Afolabi Olayinka for: TopYouGo Digital Solutions